CNBC's "Business Insiders" examined whether the Olympics are
becoming too commercial with former IOC consultant Robert
Prazmark, AT&T Chief Olympic Spokesperson Mark Siegel and GM's
Dir of Olympic Operations Kevin Thompson. Prazmark called the
situation in Atlanta a "mess," but complemented USOC Deputy
Secretary General John Krimsky on his handling of the matter.
Prazmark said, because of the "clutter" in Atlanta, the IOC will
probably require more of a public/private joint financing effort
for future cities. Siegel, on ambush marketers: "At the end of
the day it doesn't bother us at all, because if you think that
the Olympics is just about advertising, that's short- sighted,
one-dimensional thinking" (CNBC, 7/17).
NO PEPSI, COKE: The AP noted the difficulty in finding a
Pepsi in Atlanta. Barry Hayes, GM of a local Pepsi bottler: "I
just don't have any comment. The less said the better"
(AP/ATLANTA CONSTITUTION, 7/18).
CRASHING BUD'S WORLD PARTY: Steve Goodell, Dir of
Exhibitions at the U.S. Holocaust Museum, criticized the use of
footage from the '36 Games in a new Budweiser spot. Goodell
claims the scene, the lighting of the torch, comes from the Nazi
propaganda film, "Olympia," and calls it the "normalization of
evil." Officials at Fleishman-Hillard, Anheuser-Busch's p.r.
firm, responded that the clip comes from newsreels, not the film.
A Fleishman-Hillard rep: "We were looking for something that
represented the old-time lighting of the torch. In no way is it
associated with [Nazi film-maker] Leni Riefenstahl" (WASHINGTON
POST, 7/18).
NIKE CONTINUES TO GET ATTENTION: As part of a piece on "the
race for gold" in Atlanta, NBC's Roger O'Neil noted that many
people do not realize Reebok is an official Olympic sponsor
because of the Nike store located outside the sponsor village.
O'Neil: "Why spend $40 million to be an official sponsor when
you can still play the game if you show up with a tent, a sign
and a $125 city permit?" ("NBC Nightly News," 7/18). New England
Consulting Group's John Ruff, on the Nike presence next to
Centennial Olympic Park: "It's a classic example of ambush
marketing. ... It's not that Nike cannot afford to be a sponsor.
But this is consistent with their unconventional approach to
advertising and marketing" (Melanie Wells, USA TODAY, 7/18).
NEW ENDORSEMENT GAME? The ORANGE COUNTY REGISTER examines
the new strategy of pre-Olympics endorsements, profiling the
experiences of Gwen Torrance (Nike), Dominique Moceanu (Kodak),
Tom Dolan (Nike) and Janet Evans (Speedo, AT&T, Cadillac and
Visa). Bob Williams, President of Burns Sports Celebrities:
"They've exploited the post-Games aspect. Now companies are
exploring the pre-Games aspect. That may make it more difficult
for athletes to come out of the Games with big endorsement
contracts." Evans' deals (at a base of $50,000 each) could at
least triple with a gold medal (Karen Crouse, ORANGE COUNTY
REGISTER, 7/18).
SPONSOR NOTES: Reebok has transformed its "Planet Reebok"
Web site with an Olympics theme. Areas at the site
(http://www.planetreebok.com) now include: "Press Ring" (notes
on the Reebok team); "Athletes' Scrapbook" (pictures taken by
Reebok athletes); and "Emmitt in Atlanta" (more on Smith's
campaign to get football in the Olympics) (Reebok).
....Matsushita/Panasonic has equipped more than 20 broadcast-
rights holding organizations with broadcast video equipment
(Matsushita)....BellSouth is crediting the Olympics for its 12.9%
increase in second-quarter net income over the same period in '95
(ATLANTA CONSTITUTION, 7/18).... "NBC Nightly News" reviewed the
impact Coca-Cola has had throughout the world, in Atlanta and on
these Games. Atlanta Mayor Bill Campbell: "It's fair to say
that Atlanta would not be Atlanta without the very quiet but
powerful philanthropy of Coca-Cola" (NBC, 7/17).
